Fascinate: Your 7 Triggers to Persuasion and Captivation

Why are you captivated by some people but not by others? Why do you recall some brands yet forget the rest? In a distracted, overcrowded world, how do certain leaders, friends, and family members convince you to change your behavior? Answer: fascination, the most powerful way to influence decision-making. It's more persuasive than marketing, advertising, or any other form of communication. And it all starts with seven universal triggers: lust, mystique, alarm, prestige, power, vice, and trust.

How the World Sees You: Discover Your Highest Value through the Science of Fascination

In How the World Sees You, author and personal branding expert Sally Hogshead applies the principles of fascination triggers to understanding "personality brands" - how individuals use different triggers to influence, persuade, and captivate others. You already know how you see yourself and the world. But how does the world see you? If you want to be heard and remembered, if you want people to take action on your ideas and opinions, then you need to get the full picture.

Contagious: Why Things Catch On

Why do some products get more word of mouth than others? Why does some online content go viral? Word of mouth makes products, ideas, and behaviors catch on. It's more influential than advertising and far more effective. Can you create word of mouth for your product or idea? According to Berger, you can. Whether you operate a neighborhood restaurant, a corporation with hundreds of employees, or are running for a local office for the first time, the steps that can help your product or idea become viral are the same.

Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing

Brainfluence explains how to practically apply neuroscience and behavior technology and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions.

Influence: Science and Practice, ePub, 5th Edition

Widely used in classes, as well as sold to people operating successfully in the business world, the eagerly awaited revision of Influence reminds the listener of the power of persuasion. Cialdini organizes compliance techniques into six categories based on psychological principles that direct human behavior: reciprocation, consistency, social proof, liking, authority, and scarcity.

Dubito Ergo Sum says:"This book will change the way you see the world."

Difference: The One-Page Method for Reimagining Your Business and Reinventing Your Marketing

Marketing is not a department - it's the story of how you create difference for your customers. We spent $500 billion globally on advertising in 2013. Every year we're spending more money, to interrupt more people, more often, with messages they don't care about and don't pay attention to. We've come to believe that the way to succeed is to have an advantage - by being different or better, more visible, or just plain louder.

The Referral Engine: Teaching Your Business to Market Itself

The power of glitzy advertising and elaborate marketing campaigns is on the wane; word- of-mouth referrals are what drive business today. People trust the recommendation of a friend, family member, colleague, or even stranger with similar tastes over anything thrust at them by a faceless company. Most business owners believe that whether customers refer them is entirely out of their hands. But science shows that people can't help recommending products and services to their friends....

Yes!: 50 Scientifically Proven Ways to Be Persuasive

Whether you are in advertising, marketing, management, on sales, or just curious about how to be more influential in everyday life, Yes! shows how making small, scientifically proven changes to your approach can have a dramatic effect on your persuasive powers.

Covert Persuasion: Psychological Tactics and Tricks to Win the Game

When we make decisions we like to think we weigh the options carefully, look at all the possibilities, and make the best choice based on a rational examination of the facts. But in truth, much of our decision making happens on a subconscious level based on feelings we might not even be aware of. Understanding and managing those subconscious feelings is the key to the art of persuasion. By observing and predicting human behavior, we can learn to react and direct behavior in others.

The Automatic Customer: Creating a Subscription Business in Any Industry

The lifeblood of your business is repeat customers. But customers can be fickle, markets shift, and competitors are ruthless. So how do you ensure a steady flow of repeat business? The secret--no matter what industry you're in--is finding and keeping automatic customers. These days virtually anything you need can be purchased through a subscription, with more convenience than ever before.

The Like Switch: An Ex-FBI Agent's Guide to Influencing, Attracting, and Winning People Over

The Like Switch is packed with all the tools you need for turning strangers into friends, whether you are on a sales call, a first date, or a job interview. As a Special Agent for the FBI's National Security Division's Behavioral Analysis Program, Dr. Jack Schafer developed dynamic and breakthrough strategies for profiling terrorists and detecting deception. Now, Dr. Schafer has evolved his proven-on-the-battlefield tactics for the day-to-day, but no less critical battle of getting people to like you.

Leap First: Creating Work That Matters

Recorded in an intimate gathering of aspiring entrepreneurs, writers, and leaders, Leap First teaches us 49 essential principles, practices, and life lessons that have helped Seth the most in his own work and life. More than an audiobook or keynote speech, each track here presents a carefully chosen catalyst intended to trigger our own passion and insight with each listening.

Salespeople, consultants, managers, executives, entrepreneurs... Influence is a crucial tool for absolutely anyone seeking success and prosperity. But how can everyday people actually become more influential? Maximum Influence unlocks the secrets of the master influencers. Now in an all-new edition, the audiobook combines scientific research with real-world studies, presenting the most authoritative and effective arsenal of persuasion techniques ever.

The Compound Effect: Jumpstart Your Income, Your Life, Your Success

Darren Hardy, publisher and editorial director of Success magazine, presents The Compound Effect, a distillation of the fundamental principles that have guided the most phenomenal achievements in business, relationships, and beyond.

Made to Stick

Mark Twain once observed, "A lie can get halfway around the world before the truth can even get its boots on." His observation rings true: urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas (business people, teachers, politicians, journalists, and others) struggle to make their ideas "stick". In this indispensable guide, we discover that sticky messages of all kinds draw their power from the same six traits.

The Obstacle Is the Way: The Timeless Art of Turning Trials into Triumph

We are stuck, stymied, frustrated. But it needn't be this way. There is a formula for success that's been followed by the icons of history - from John D. Rockefeller to Amelia Earhart to Ulysses S. Grant to Steve Jobs - a formula that let them turn obstacles into opportunities. Faced with impossible situations, they found the astounding triumphs we all seek.

Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal

When it comes to delivering a pitch, Oren Klaff has unparalleled credentials. Over the past 13 years, he has used his one-of-a-kind method to raise more than $400 million - and now, for the first time, he describes his formula to help you deliver a winning pitch in any business situation. Whether you’re selling ideas to investors, pitching a client for new business, or even negotiating for a higher salary, Pitch Anything will transform the way you position your ideas. According to Klaff, creating and presenting a great pitch isn’t an art - it’s a simple science.

Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less

How do you cut through the noise, commotion, and bad information that is right now cluttering up your customers' digital space? Epic Content Marketing. One of the world's leading experts on content marketing, Joe Pulizzi explains how to draw prospects and customers in by creating information and content they actually want to engage with. No longer can we interrupt our customers with mediocre content (and sales messages) our customers don't care about. Epic Content Marketing takes you step by step through the process of developing stories that inform and entertain and compel customers to act - without actually telling them to.

How to Get People to Do Stuff: Master the Art and Science of Persuasion and Motivation

We all want people to do stuff. Whether you want your customers to buy from you, vendors to give you a good deal, your employees to take more initiative, or your spouse to make dinner-a large amount of every day is about getting the people around you to do stuff. Instead of using your usual tactics that sometimes work and sometimes don't, what if you could harness the power of psychology and brain science to motivate people to do the stuff you want them to do - even getting people to want to do the stuff you want them to do?

Lead with a Story: A Guide to Crafting Business Narratives That Captivate, Convince, and Inspire

Storytelling has come of age in the business world. Today, many of the most successful companies use storytelling as a leadership tool. The reason for this is simple: Stories have the ability to engage an audience the way logic and bullet points alone never could. Whether you are trying to communicate a vision, sell an idea, or inspire commitment, storytelling is a powerful business tool that can mean the difference between mediocre results and phenomenal success.

Start with Why: How Great Leaders Inspire Everyone to Take Action

Why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their successes over and over? People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers might have little in common, but they all started with why.

Peter Drucker's Five Most Important Questions: Enduring Wisdom for Today's Leaders

Peter Drucker's Five Most Important Questions provides insightful guidance and stirring inspiration for today's leaders and entrepreneurs. By applying Drucker's leadership framework in the present context of today's leaders and those who lead with them, this audiobook is an essential resource for people leading, managing, and working in all three sectors - public, private, and social. Listeners will gain new perspectives and develop a solid foundation upon which to build a successful and bright future.

Essentialism: The Disciplined Pursuit of Less

By forcing us to apply a more selective criteria for what is Essential, the disciplined pursuit of less empowers us to reclaim control of our own choices about where to spend our precious time and energy - instead of giving others the implicit permission to choose for us. Essentialism is not one more thing - it’s a whole new way of doing everything. It’s about doing less, but better, in every area of our lives. Essentialism is a movement whose time has come.

Publisher's Summary

What triggers fascination, and how do companies, people, and ideas put those triggers to use/ Why are you captivated by some people but not by others? Why do you recall some brands yet forget the rest? In a distracted, overcrowded world, how do certain leaders, friends, and family members convince you to change your behavior?

Answer: fascination, the most powerful way to influence decision-making. It's more persuasive than marketing, advertising, or any other form of communication. And it all starts with seven universal triggers: lust, mystique, alarm, prestige, power, vice, and trust.

Fascination plays a role in every type of decision making, from the brands you choose to the songs you remember, from the person you marry to the employees you hire. And by activating the right triggers, you can make anything become fascinating.

To explore and explain fascination's irresistible influence, Sally Hogshead looks beyond marketing, delving into behavioral and social studies, historical precedents, neurobiology and evolutionary anthropology, as well as conducting in-depth interviews and a national study of a thousand consumers, to emerge with deeply rooted patterns for why, and how, we become captivated.

Hogshead reveals why the Salem witch trials began with the same fixations as those in Sex and the City. How Olympic athletes are subject to obsessions similar to those of fetishists. How a 1636 frenzy over Dutch tulip bulbs perfectly mirrors the 2006 real-estate bubble. And why a billion-dollar "Just Say No" program actually increased drug use among teens, by activating the same "forbidden fruit" syndrome as a Victoria's Secret catalog.

Whether you realize it or not, you're already using the seven triggers. The question is, are you using the right triggers, in the right way, to get your desired result? This book will tell you how.

What the Critics Say

“Can you dissect ‘fascination’? Sally Hogshead says, ‘Yes.’ Fascination is arguably the most powerful of product attachments—and this pioneering book helps us approach the word and the concept in a thoughtful and also practical manner.” (Tom Peters)

“This is a transformative work, a beautifully written book that will forever change the way you see the world. I loved it. Let me be really clear: you need to buy this book, devour it, absorb it and then buy copies for your colleagues. A lot of copies.” (Seth Godin)

I purchased Sally's book after listening to an entertaining (and fascinating) interview conducted by Mitch Joel over at TwistImage, that featured the captivating Ms. Hogshead.

So far, I've listened to the complete audio-book twice, and the application section four times. And no, I'm not dense--this is simply great insight worth reviewing a few times.

Get this one point from the book: YOU ARE FASCINATING!

I cannot begin to describe the impact this work has had on my annual planning, future dreaming, and most importantly, the foundational certainty it provided to my personal brand. For quite some time, I have known that I had a couple of primary traits which symbiotically act as a singular catalyst when I 'get it right'. I've taken numerous personality tests that always seemed to fall short in their applicability.

It seems my Fascination triggers are: Prestige and Vice...isn't that great?! I know, you look at those two and go, "Wow, he must sell drugs in designer bags." or, "OMG, his hero must be Don Johnson!"

Do not be alarmed--read on. Now, I know why I enjoy setting new standards for competitors and gain a sense of awe when I witness an authentic brand, and why I just flat-out love to win (Prestige). The same holds true for my irreverent, but great sense of humor and timing, as well as an innate distrust of the 'way its always been done' (Vice), and why I am compelled to create a better way.

Buy this book before all the audio files have been downloaded!!! Take the F-Score test at Sally's website. Finally say hello to: what makes your soul sing; which facets of your personality are compelling; the authentic characteristics of your fascinating personal brand.

This book has even helped my marriage! My wife and I are polar opposites, and we know how to appreciate that now. Her triggers are Trust and Alarm. Buy the book and figure out what I mean.

I'll start out by saying that I normally don't write reviews for books. Especially since peoples taste in authors and books are subjective. That said, my favorite authors are Seth Godin, Malcolm Gladwell, and Dan Pink. However, now I have to add Sally Hogshead to my list of favorite authors. This book is nothing short of spectacular. She has done her research and made the book interesting by explaining the content through studies and real world situations. This is a book for almost anybody. It is part advertising, part brain science, and all entertaining. Finally, I've found some books have great content, but only to be narrated poorly. With this book, Sally Hogshead did a superb job of narrating her own book.

I read this book and then bought the audio book. I really liked the book the first time around and loved the audio version much better. Sally really adds to the points and entertains in just the right parts. Loved it and have recommended it to friends.

Although this was a fascinating audio book, I was left with a unsettling feeling about it. It was hard for me to put my finger on what bothered me about the book, but then I realized that it was the fact that the book puts getting noticed ahead of virtue. Although the author's instructions for using "triggers" including "power", "lust" and "vice" sound like they might be effective (see Miley Cyrus as evidence), I would prefer a guide to developing the better angels of our nature. (Check out "Now Discovering Your Strengths" for a more uplifting resource for unlocking your potential.)

That said, the author's narration was indeed captivating as you could almost see her pulling the levers of her seven triggers as she read.

Alas, I am sure that my relatively negative review will only serve to increase the "vice" appeal of the material and thereby trigger more purchases.

I love this book & highly recommend the Audiobook because Sally does a tremendous job. Her enthusiasm for the topic is evident which makes this a fun listen. Also, I love how she sometimes deviated from the script to give more background and/or updates.

Looooved the author reading this book herself. Her fascinating voice and emphasis on just the right points was perfect!! Her energy and excitement for her own facts and research was sooo fun to listen to!

What other book might you compare Fascinate to and why?

I tried comparing Contagious, Why Things Catch On to Fascinate but there is NOOOO comparison!!!! Contagious tried to do the same thing Fascinate did but it's much more boring, not nearly as helpful and its read by someone other than the author which I don't like.

Which character – as performed by Sally Hogshead – was your favorite?

Her!!! :) Love her and her energy!

If you could give Fascinate a new subtitle, what would it be?

The One and Only Book That Will Help You Wow Your Audience!!!!

Any additional comments?

Love Sally love this book and hope she comes out with more books soon!!!!

Good articulation of what the body knows at birth. Well written, well laid out. Nice balance of science and art (the application of science). Author does a beautiful job narrating -- can't imagine anyone else presenting as well. I will listen to this a couple more times, which is quite rare for me. Kiwis for EVERYone. But you said we could take "The F Test" free and when I followed instructions to it I was asked for $37. And the pdf that came with the audio indicated it was a 29-page attachment, but only 10 pages are available. So Sally, dear, how about reconciling the gaps? You don't have to give me anything extra -- I very much appreciate your work and the work you've put into your work. Thank you! But if you say you're going to do something .... (Is that mystique? One other suggestion -- the pdf with the audio lists the triggers with slight variation in names -- bet I'm not the first to say. Not a biggy, but hey, why not shut us up now? Mahalo nui loa, Passion and Vice

This was fresh information, based on recent research and modern, current trends. The psychological end was scientifically based and the market research data was largely conclusive to the author's points.

What does Sally Hogshead bring to the story that you wouldn’t experience if you just read the book?

It's her book, she knows what to emphasize, when, and how to bring attention to key points.

I felt that this book had some fun and interesting points. My biggest issue was I don't feel it brought anything new to the table. It's all stuff you kind of already know, just put in a format. I did enjoy taking the test and getting my "F" Score. I felt it was pretty accurate.

Captivation is hard in this day and age. Lots of shiny objects vying for your attention, how do you stand out and captivate, then influence? Sally's book talks about personality types, triggers and shares fun stories and anecdotes as she reads. Thoroughly enjoyable even if you never act on her research (which of course your should).

2 of 2 people found this review helpful

david

solihull, United Kingdom

12/23/12

Overall

"Fascinate"

Overall, the book was good. It has interesting topic on why we are fascinated about things and what drives our action and interests.

1 of 1 people found this review helpful

Report Inappropriate Content

If you find this review inappropriate and think it should be removed from our site, let us know. This report will be reviewed by Audible and we will take appropriate action.

Your report has been received. It will be reviewed by Audible and we will take appropriate action.

Can't wait to hear more from this listener?

You can now follow your favorite reviewers on Audible.

When you follow another listener, we'll highlight the books they review, and even email* you a copy of any new reviews they write. You can un-follow a listener at any time to stop receiving their updates.

* If you already opted out of emails from Audible you will still get review emails by the listeners you follow.